El anunciante desnudo

El auge de las redes sociales –o más concretamente de Facebook- vuelve a traernos el debate de los especialistas. Ciertamente, las redes sociales son un fenómeno nuevo, relevante, irreversible y se requieren especialistas en comunicación social. Ciertamente, los móviles van a ser la puerta de entrada a internet, y se requieren especialistas en esos dispositivos. Ciertamente, la publicidad tradicional no va a desaparecer y los anunciantes seguirán necesitando a los especialistas en la publicidad del fragmento.

Qué bueno. Qué lío. Esto es un sinvivir.

Necesitamos –necesita el sector- que existan esos especialistas, porque gracias a ellos la publicidad evoluciona y se perfecciona. Lo malo es que si cada especialista tira de su esquina de la manta, lo que puede acabar sucediendo es que entre todos desnudemos al cliente.


//marketingcomunidad.com
por Daniel Solana

El auge de las redes sociales –o más concretamente de Facebook– vuelve a traernos el debate de los especialistas. Ciertamente, las redes sociales son un fenómeno nuevo, relevante, irreversible y se requieren especialistas en comunicación social. Ciertamente, los móviles van a ser la puerta de entrada a internet, y se requieren especialistas en esos dispositivos. Ciertamente, la publicidad tradicional no va a desaparecer y los anunciantes seguirán necesitando a los especialistas en la publicidad del fragmento.

Qué bueno. Qué lío. Esto es un sinvivir.

Necesitamos –necesita el sector- que existan esos especialistas, porque gracias a ellos la publicidad evoluciona y se perfecciona. Lo malo es que si cada especialista tira de su esquina de la manta, lo que puede acabar sucediendo es que entre todos desnudemos al cliente. Leer más “El anunciante desnudo”

How to Not Catch a Social Media Disease

In speaking to some design students, answering how I got started in the business, I told them I slept my way to the top. They didn’t fall for it but they stood silent for a good, long time. As I laughed and explained how I got started in the days before the internet, dodging velociraptors and flowing hot lava, I quickly realized they had no idea of traditional marketing techniques.

They weren’t tied to business sites as of yet, but in going over the wealth of free exposure one can easily use these days, it struck me about how I forked over thousands of dollars to source books and directories, waiting a year for them to be distributed to art directors and other practitioners during those dark days of the Inquisition. Sending postcard mailers was also the norm and art directors routinely threw away dozens each day, as opposed to now, when art directors call me and relay that I’m the only one who sends cards and they adorn their bulletin boards. How times have changed.

When I started sending e-advertisements in 1993, simple jpegs and animated gifs attached to regular e-mails, people went nuts! When I was asked what it cost, I would reply, “not a penny.” They were blown away at the possibilities. Shows you how far we have come in just a few years.

But, I always knew it was important to keep up with the cutting edge of technology and think I lost it when I got too comfortable with the ease and availability of the interface tools out there on social media sites. Drag and drop, point and click, drool a little less, etc. It’s like the guys on the bridge of the Enterprise (Star Trek) and their rapid-fire button pushing to program the computer to go forward. In reality, in the future, there will be a go and stop button with a simple joystick. Our machinery is getting smarter than we are. Just in time!


By Speider Schneider

I caught a disease from social media and I don’t know if it’s “tweetable” by modern medicine. I am fully vested in all the important social sites; LinkedIn for business, Facebook for friends, old business coworkers and a few “must know” people registered for the big time waster. I even have a fan page. I have a couple of blogs, write for some blogs that aren’t mine, I tweet, I Plaxo, Spock and other social sites I’ve long since deleted the bookmarks. I was one of the first people to discover social media. Not a pat on the back – just a testament to my ability to keep my sanity.

Sm2 in How to Not Catch a Social Media Disease
Image credit

In speaking to some design students, answering how I got started in the business, I told them I slept my way to the top. They didn’t fall for it but they stood silent for a good, long time. As I laughed and explained how I got started in the days before the internet, dodging velociraptors and flowing hot lava, I quickly realized they had no idea of traditional marketing techniques.

They weren’t tied to business sites as of yet, but in going over the wealth of free exposure one can easily use these days, it struck me about how I forked over thousands of dollars to source books and directories, waiting a year for them to be distributed to art directors and other practitioners during those dark days of the Inquisition. Sending postcard mailers was also the norm and art directors routinely threw away dozens each day, as opposed to now, when art directors call me and relay that I’m the only one who sends cards and they adorn their bulletin boards. How times have changed.

When I started sending e-advertisements in 1993, simple jpegs and animated gifs attached to regular e-mails, people went nuts! When I was asked what it cost, I would reply, “not a penny.” They were blown away at the possibilities. Shows you how far we have come in just a few years.

But, I always knew it was important to keep up with the cutting edge of technology and think I lost it when I got too comfortable with the ease and availability of the interface tools out there on social media sites. Drag and drop, point and click, drool a little less, etc. It’s like the guys on the bridge of the Enterprise (Star Trek) and their rapid-fire button pushing to program the computer to go forward. In reality, in the future, there will be a go and stop button with a simple joystick. Our machinery is getting smarter than we are. Just in time! Leer más “How to Not Catch a Social Media Disease”

Social Media en Centros Comerciales


por Jesús Hernández Esteban

De un tiempo a esta parte el mundo del marketing se ha vuelto loco con el Social Media… poco tengo que decir al respecto. Pero el uso que de los social media se está haciendo en Centros Comerciales sí que es interesante hablar. Muchos quieren estar, algunos están, pocos saben para qué, y muy pocos consiguen que sus social media funcionen.

Pero… ¿Cuál es el objetivo?

En mi opinión el uso de redes sociales debe servir fundamentalmente como herramienta relacional. Muchos Centros Comerciales a los que estoy suscrito utilizan sus listas de fans y seguidores como herramientas de email marketing. Les envían las últimas campañas, comunican rebajas e incluso alguno organiza alguna actividad extraordinaria para ellos… Pero nada más.(??) Leer más “Social Media en Centros Comerciales”

La cruzada por una red social libre

Cuatro estudiantes universitarios recaudaron 10 mil dólares por Internet para financiar Diaspora, un servicio que busca desafiar a Facebook con una alternativa en la administración de la privacidad de los usuarios

………………………………………………………………………………………………………………………………………………….
Por Jim Dwyer
The New York Times

¿Cuán enojado está el mundo con Facebook por devorar cada trozo de información personal que estamos dispuestos a darle?

Hace algunos meses, cuatro estudiantes universitarios, fanáticos de la tecnología, que vivían comiendo pizza en un laboratorio de computación ubicado en Manhattan, decidieron construir una red social que no obligara a la gente a entregar su vida privada a un gran negocio. Estimaron que necesitarían tres o cuatro meses para escribir el código, y unos cuantos miles de dólares cada uno para vivir.

Se dieron 39 días para recaudar 10.000 dólares, utilizando un sitio en línea, denominado Kickstarter , el cual ayuda a los individuos creativos a encontrar apoyo.

“Por algún extraño motivo, casi todo el mundo estuvo de acuerdo con este asunto relacionado con la privacidad”, dijo Dan Grippi de 21 años, uno de los cuatro estudiantes que participan de la iniciativa.

Ellos anunciaron su proyecto el 24 de abril. Alcanzaron su meta de los 10.000 dólares en 12 días, y el dinero sigue entrando: hasta el martes por la tarde, ya habían reunido 23.676 dólares, proporcionados por 739 seguidores. “Tal vez el 2 o el 3 por ciento del dinero proviene de gente que conocemos”, explicó Max Salzberg, de 22 años.


Cuatro estudiantes universitarios recaudaron 10 mil dólares por Internet para financiar Diaspora, un servicio que busca desafiar a Facebook con una alternativa en la administración de la privacidad de los usuarios

………………………………………………………………………………………………………………………………………………….
Por Jim Dwyer
The New York Times

¿Cuán enojado está el mundo con Facebook por devorar cada trozo de información personal que estamos dispuestos a darle?

Hace algunos meses, cuatro estudiantes universitarios, fanáticos de la tecnología, que vivían comiendo pizza en un laboratorio de computación ubicado en Manhattan, decidieron construir una red social que no obligara a la gente a entregar su vida privada a un gran negocio. Estimaron que necesitarían tres o cuatro meses para escribir el código, y unos cuantos miles de dólares cada uno para vivir.

Se dieron 39 días para recaudar 10.000 dólares, utilizando un sitio en línea, denominado Kickstarter , el cual ayuda a los individuos creativos a encontrar apoyo.

“Por algún extraño motivo, casi todo el mundo estuvo de acuerdo con este asunto relacionado con la privacidad”, dijo Dan Grippi de 21 años, uno de los cuatro estudiantes que participan de la iniciativa.

Ellos anunciaron su proyecto el 24 de abril. Alcanzaron su meta de los 10.000 dólares en 12 días, y el dinero sigue entrando: hasta el martes por la tarde, ya habían reunido 23.676 dólares, proporcionados por 739 seguidores. “Tal vez el 2 o el 3 por ciento del dinero proviene de gente que conocemos”, explicó Max Salzberg, de 22 años. Leer más “La cruzada por una red social libre”

Google Looks To Hire “Social” Chief

Google’s track record in terms of social media is not pretty. Consider the facts: Orkut never caught on in the U.S., Lively was killed after about six months, and so far, Buzz hasn’t done much besides make people freak out. Still, Google’s reportedly forging ahead by looking to hire a “Head of Social.”

GoogleLiz Gannes obtained a recruiting letter describing this position, and Google was at least realistic in terms of expectations. Part of the letter acknowledged, “This is a new and very strategic position, as Google knows it is late on this front and is appropriately humble about it.”


Company acknowledges problems, but wants to “tackle social”

//

Google‘s track record in terms of social media is not pretty.  Consider the facts: Orkut never caught on in the U.S., Lively was killed after about six months, and so far, Buzz hasn’t done much besides make people freak out.  Still, Google’s reportedly forging ahead by looking to hire a “Head of Social.”

GoogleLiz Gannes obtained a recruiting letter describing this position, and Google was at least realistic in terms of expectations.  Part of the letter acknowledged, “This is a new and very strategic position, as Google knows it is late on this front and is appropriately humble about it.” Leer más “Google Looks To Hire “Social” Chief”

5 Quick Tips for Online Branding


A promotional image distributed by Ogilvy & Ma...
Image via Wikipedia

Targeting – Your advertising should appeal to the demographic where you place your ads. Consistent messaging that conveys your the values of your product or service is key to driving recognition or recall for when they’re in a buying mode. Creating top of mind awareness with consistency and repetition can build equity. It’s surprising how often people will think one ad will suffice for all. This isn’t print. You can rotate different creative and run with your best performers. Leer más “5 Quick Tips for Online Branding”

Social Media Advice in 3 Words

Smaller, more digestible ideas are sometimes easier to comprehend. They’re meaning is clear, concise, and to the point.

Borrowing the triplet concept from Dharmesh, I was inspired to come up with 25 triplets that are like social media proverbs which master Kane might even be proud of…


Free Social Media Networking Icons - 154 Orang...
Image by webtreats via Flickr

Smaller, more digestible ideas are sometimes easier to comprehend. They’re meaning is clear, concise, and to the point.

Borrowing the triplet concept from Dharmesh, I was inspired to come up with 25 triplets that are like social media proverbs which master Kane might even be proud of… Leer más “Social Media Advice in 3 Words”

Simple Strategies for Engaging Your Visitors

Keep it Simple

Minimize the bells and whistles. I hate going to diners. Somehow they find a way to include every possible dish from grilled cheese to pot stickers. It takes me forever to make a decision and I usually end up wondering if I made the right one.

I prefer Five Guys – burger, fries, drink, done. Content and feature overload are the downfall of many promising websites. It can be hard to stick to one key message and call to action, but it is a much better alternative than overwhelming your visitors with a hundred different options and losing their attention due to option overload. Think Twitter , or the web apps from 37 Signals .


Strategies for Engaging Your Visitors

Engaging your visitors (audience, community, users, members, customers, or whichever term you prefer) should be your top priority. Plain and simple. Engagement is all about maximizing the value of your audience – increasing the frequency they return to the site, the tendency to tell their friends and the probability of them making a purchase.

In other words, you need to be creating value for as many visitors as possible. Leer más “Simple Strategies for Engaging Your Visitors”

Study: An In-Depth Report Of Twitter Usage In America 2010

The 87% awareness level of Americans on Twitter is huge compared to only 5% back in 2008. Do take note that the statistics only includes Americans above the age of 12. However, Facebook’s awareness is only slightly higher than Twitter at 88%. Despite the almost equal awareness, 41% of Americans do maintain a profile page on Facebook.


A fresh study conducted by Edison Research showed that despite the increment of Twitter awareness amongst Americans, only a minority uses it. 87% of Americans are aware of Twitter, which is higher than the population with access to the Internet; 85% of them, but only 7% of them are on Twitter, which are about 17 million people. Leer más “Study: An In-Depth Report Of Twitter Usage In America 2010”

Infographic: Brilliant Details On SEO / VIP – Nice ;)


There’s a lot of buzz on the importance of Search Engine Optimization (SEO) so that your site or blog can be easily found through natural search but why exactly is this vital for marketers? The theory is that the higher a site appears in the search results list, the more visitors or traffic the site will receive; also known as giving the site a greater web presence.

As images often present more data and abstract ways in a much clearer way, I’ve chanced upon this fantastic infographic that covers everything from basic keyword research concepts, through site architecture, page optimisation, link building, SEO tactics, social media, and some basic SEO and PPC click through stats and explanations. Leer más “Infographic: Brilliant Details On SEO / VIP – Nice ;)”

What’s to love about LinkedIn?

Of all the business-oriented networks, LinkedIn – now with 23 million users globally – has a commanding lead. (Its arguably closest competitor is Plaxo, with 20 million users.) If you want to stay connected with the people you know and spark professional relationships with those you don’t, LinkedIn does the trick. But it also has its irritations.

First, the perks. LinkedIn is a huge time-saver. Forget Google; within minutes, LinkedIn can rustle up loads of potential customers, vendors and talented hires in relevant industries and disciplines.

LinkedIn also gives companies more marketing horsepower. They can promote products or services, as well as direct other LinkedIn users to specific representatives for questions concerning topics like sales and technical support.


MELANIE LINDNER, FORBES.COM

In the Internet age, keeping pace means cultivating contacts at a mean clip. Hence the big news at LinkedIn, the online social network aimed at working professionals: On Wednesday LinkedIn announced that it nabbed $US53 million in venture funding from the likes of Bain Capital, Greylock Partners and Sequoia Capital, setting the company’s valuation at a juicy $US1 billion. Leer más “What’s to love about LinkedIn?”

Facebook Open Graph: The Definitive Guide For Publishers, Users and Competitors

Facebook just shook the tech world by announcing several major initiatives that collectively constitute an aggressive move to weave the social net on top of the existing Web.The rumors were that the leading social network would launch a “Like” button for the entire Web. Instead, Zuckerberg & Co. unveiled a bold and visionary new platform that cannot be ignored.

The bits of this platform bring together the visions of a social, personalized and semantic Web that have been discussed since del.icio.us pioneered Web 2.0 back in 2004. Facebook’s vision is both minimalistic and encompassing – but its ambition is to kill off its competition and use 500 million users to take over entire Web.Facebook just shook the tech world by announcing several major initiatives that collectively constitute an aggressive move to weave the social net on top of the existing Web.The rumors were that the leading social network would launch a “Like” button for the entire Web. Instead, Zuckerberg & Co. unveiled a bold and visionary new platform that cannot be ignored.

The bits of this platform bring together the visions of a social, personalized and semantic Web that have been discussed since del.icio.us pioneered Web 2.0 back in 2004. Facebook’s vision is both minimalistic and encompassing – but its ambition is to kill off its competition and use 500 million users to take over entire Web.


Written by Alex Iskold

Facebook just shook the tech world by announcing several major initiatives that collectively constitute an aggressive move to weave the social net on top of the existing Web.The rumors were that the leading social network would launch a “Like” button for the entire Web. Instead, Zuckerberg & Co. unveiled a bold and visionary new platform that cannot be ignored.

// The bits of this platform bring together the visions of a social, personalized and semantic Web that have been discussed since del.icio.us pioneered Web 2.0 back in 2004. Facebook’s vision is both minimalistic and encompassing – but its ambition is to kill off its competition and use 500 million users to take over entire Web.

Whether we like it (pun intended) or not, we have to understand what this move means. It impacts users, publishers, competitors and, of course, Facebook itself. In this post, we summarize what Facebook announced and ponder the impact this will have on everyone.

Facebook Open Graph: Publisher Plugins

The Open Graph is a set combination of publisher plugins, semantic markup and a developer API.

“This new API turns Facebook into a read/write storage of user’s tastes.”

Login with Faces & Facepile: The simpler publisher plugins enhance Facebook Connect. They makes it easy and compelling to sign in by leveraging Facebook cookies and showing faces of Facebook friends who are already members of the service.

Like Button and Like Box: These plugins add the liking feature to any content, typically the whole page. Both can be enhanced with semantic markup, described below. But the very basic intent for these is to get users to Like on the site and post a link to Facebook, which is then permanently stored on a user’s profile and points back to the original site.

Activity Feed and Live Stream: These plugins show static and dynamic activity on the site. Activity Feed lists recent likes and comments from the site, while Live Stream shows a real-time view of activity on the site and is intended for interactive events.

Recommendations: This plugin surfaces personalized recommendations for the user based on what friends and everyone else is liking on the site. It is intended to drive the users to other pages on the site.

Facebook Open Graph: Semantic Markup

Facebook announced simple, RDF-based markup to make the plugins smarter. In a nutshell, the markup enables publishers to say what object is on the page – a movie, a book, a recording artist, an event, a sports team, etc. This automatically enables semantics, that is, an understanding that the user is not just interacting with a webpage, but that he or she is liking a specific kind of thing. Semantics then leads to bucketing of the objects into categories like books, movies, music, etc., and gives rise to all sort of applications, including personalized recommendations.

Perhaps even more importantly, the markup helps Facebook connect the users across common interests across different websites. For example, if both Pandora and Last.fm annotate a page about The Beatles using Facebook’s markup, then users will be able to see their friends, who like the Beatles across different sites. This is very significant, because the data around friends is sparse and scattered around the sites. Previously, Facebook would surface this data in the stream without persisting it. Now, the information about a friend’s likes of movies, music, books, recording artists, events, sports team, etc. will be permanent on Facebook profiles and readily available in context around the Web. Leer más “Facebook Open Graph: The Definitive Guide For Publishers, Users and Competitors”

Exclusive Free Chubby Twitter Icon Set


Everybody loves icons. Today, we are thrilled to release our very first set of icons, the Chubby Twitters. A set of 6 lovely Twitter bird icons, the Chubby Twitters comes in .png and has three different resolutions – 64 x 64px, 96 x 96px, and 128 x 128px. Designed by Singaporean graphic designer Wong Lexin (floating2house), this Chubby Twitter icon set was exclusively made for Onextrapixel and our loyal readers.

Chubby Twitter

These icons are free and we hope you like them as much as we do. Feel free to use them for personal or commercial projects. However, please bear in mind that these icons may not be sold, rented, sub-licensed, transferred, edited, altered, or otherwise. If you’d like to share this set of icons, help us spread the word by linking back to this original release.

Chubby Twttier Set

Download the free icon set now! Here… Leer más “Exclusive Free Chubby Twitter Icon Set”

Recruiting 2.0, buscando trabajadores en la web

El reclutamiento y selección de personal fue, sin dudas, una de las funciones de la gestión de recursos humanos donde se registró el mayor impacto de las nuevas herramientas tecnológicas


La web está modificando los procesos de reclutamiento de empleados. Veamos un panorama de la situación actual de las búsquedas y selección online…
Por Genoveva Grillo (Universidad de San Andrés)

El reclutamiento y selección de personal fue, sin dudas, una de las funciones de la gestión de recursos humanos donde se registró el mayor impacto de las nuevas herramientas tecnológicas:

1) Proceso de reclutamiento

La tecnología incrementó radicalmente la eficiencia y velocidad del proceso de reclutamiento.

Las empresas pueden publicar avisos en portales web, recibir CVs por email y administrar información de los candidatos en bases de datos para realizar búsquedas con filtros que aceleran la selección de los perfiles aptos para el puesto. Leer más “Recruiting 2.0, buscando trabajadores en la web”

¿Por qué las redes sociales crecen tanto y Facebook es dominante?

El efecto redes ha sido amplificado y globalizado por Internet. Algunas compañías ofrecen servicios a medida para mejorar su atractivo internacional. Facebook, disponible de setenta lenguas –apenas 15% de las conocidas-, tiene una versión liviana de su portal popular en países o áreas sin banda ancha.


La razón principal se llama “efecto redes”. Inicialmente acuñado para describir la veloz difusión de los celulares, significa que la utilidad de un sistema aumenta exponencialmente con la cantidad de usuarios. Ello implica que la audiencia de la red social crece despacio al principio pero, pasado cierto punto, explota.

Jeffrey Weiner, director ejecutivo de LinkedIn -58 millones de miembros en febrero-, señala que le costó dieciséis meses llegar al primer millón, más para el último bastaron once días. En el caso de Facebook, le llevó casi cinco años alcanzar 150 millones usuarios y apenas ocho meses para doblar la cifra.

El efecto redes ha sido amplificado y globalizado por Internet. Algunas compañías ofrecen servicios a medida para mejorar su atractivo internacional. Facebook, disponible de setenta lenguas –apenas 15% de las conocidas-, tiene una versión liviana de su portal popular en países o áreas sin banda ancha

Todo eso permite a los sitios sociales expandirse rápidamente sin gastar mucho en marketing, pero presupone complejos problemas técnicos. La mayoría de negocios web puede añadir servidores y bases de datos en forma lineal, a medida como incorporan usuarios. En cambio, las redes sociales hallan casi imposible estimar con precisión cuánta potencia computada necesitarán, debido justamente al efecto redes. Así, algunos sitios abiertos en los años 90 sufrieron una serie de colgaduras mientras trataban de absorber la demanda.

La última generación de redes, surgida hace cinco o seis años, ha aprovechado la espectacular caída de costos en el hardware requerido para almacenar  y procesar información. También han podido apelar a software abierto y gratuito que se expande veloz y fácilmente. Esto facilita soluciones a medida para manejar el crecimiento.

Gracias por la memoria

En Facebook, por ejemplo, los técnicos en software de la firma diseñaron un sistema llamado MultiFeed, que revisa bases de datos casi al instante. Ello permite a la red añadir millones de usuarios sin deteriorar la capacidad de mantener un constante flujo de información a las páginas del servicio.

En otra nuestra de habilidad, los técnicos han quintuplicado el desempeño de un sistema abierto de memoria llamado “memcached”. Éste permite que los datos de uso frecuente se ubiquen más rápido que los de la base misma.

Tanta creatividad permite a la redes manejar maremotos de datos, muchos de los cuales se generan en otros conjuntos tecnológicos. Esto también impulsa el crecimiento de redes sociales. Asimismo, cámaras  y videograbadores digitales han reducido considerablemente el costo de producir imágenes de alta calidad y colgarlas en línea. Más de 2.500 millones de fotos al mes se descargan en Facebook, lo cual lo coloca entre los mayores portales para compartir imágenes.

Un motivo por el cual la gente está dispuesta a compartir tanta información personal vía redes sociales es que muchos sitios han desarrollado complejos controles de privacidad que dejan al usuario decidir que otros pueden y no pueden ver. Problemas no faltan. Así, Facebook tuvo problemas en 2007, cuando presentó el servicio beacon (fanal), que rastreaba compras de usuarios en otros sitios web y alertaba a terceros. Una ola de protestas y demandas acabó con el servicio Leer más “¿Por qué las redes sociales crecen tanto y Facebook es dominante?”